Delivering return on Content: Understanding performance of content-driven websites.

1. Delivering Return
on Content:
Understanding Performance of Content-
Driven Websites
Patrick Dean
January, 2015

2. 2
B2B
marketing
content
brand guy
guy
20
years
helping
companies
sell

3. 3
content marketing
methods for
measuring ROI
and

4. content marketing is the marketing
and business process for creating and
distributing relevant and valuable
content to attract, acquire, and
engage a clearly defined and
understood target audience – with the
objective of driving profitable
customer action
Content Marketing Institute
4
definition

5. why
5
does content
matter?

6. 6
65 87&

7. 7
down decision path
65%

8. 8

9. 9
B2B purchase
decisions start with
an online search
87%

10. 10
good content
generates traffic &
engages prospects

11. 11
greatcontent
sets buying agenda
establishes thought leadership
drives preferred choice

12. 12
greatcontent
doesn’t just happen

13. • Developing a systematic, data-driven approach
• Developing a measurement-friendly content strategy
• Linking marketing objectives with the right performance
metrics
• Key performance metrics you need to make informed
content decisions
• Methods and tools for measuring the effectiveness
• Using results to deliver the right content, to the right
audience, at the right time
• Tying content creation to lead generation, conversion,
and revenue
• Using content measurement results to inform budget
allocation process
13

14. 1. Know your preferred destination
2. Develop a customer-inspired strategy
3. Test before you invest
4. Decide what metrics matter
5. Test, measure, optimize, repeat
6. Take credit
7. Budget with insight
14
7steps

15. 15
know
your destination
1

16. 16
business objectives
marketing objectives

17. 17
diagnostic metrics
business metrics
to see what’s working
and what’s not
your leadership really
cares about

18. 18
develop a
customer
inspired
strategy
2

19. 19
start
with your
customers

20. 20
content framework

21. 21

22. 22
marketing strategy marketing content programs &
campaigns
B2B websites

23. 23
before you
test3
inve$t

24. 24
exploit channels
available to you

25. 25
marketing strategy marketing content programs &
campaigns
B2B websites

26. what
decide
4
metrics
matter

27. 27
justthe metrics that
informyour decisions

28. depends
program
on your

29. diagnostic metrics business metrics
29
• impressions
• open rates
• click-through rates
• consumption patterns
• content relationships
• conversion of traffic to
prospects
• conversion of prospects
to sales-ready leads
• opportunities from
marketing generated
leads

30. 30
outbound email
open rates (soft indication)
click-through rates
downloads
inbound seo
search rankings
landing pages
click through rates
Downloads
content performance
ads/ ad words
impressions
ad clicks
landing page visits
downloads
nurture programs
open rates
click-through rates
downloads primary
download secondary
burst triggers
marketing
automation
anonymous/known traffic
browse patterns
visit patterns prior identification
engagement post identification
buy triggers by content/category

31. 31
get a
baseline
you are here

32. 32
remember
the rule of

33. 33
tools
google
marketing
automation
hootsuite

34. 34
5 test
measure
optimize
repeat

35. 35
collectscientifically
interpretartfully

36. 36
business goals
remember your

37. 37
follow
the money
attract
nurture
convert

38. 38
6 take
credit

39. 39
first
contact

40. 40
7 budget
with
insight

41. 41
holy
grail
of marketing